#CMO #orchestration #B2B #ABM

If you can’t just market with emails anymore, what do you do?

Latané Conant, CMO of 6sense, and Scott Vaughan, Chief Growth Officer of Integrate, dish on:

-Why the customer journey is more like a hairball than a funnel

-How marketing has to “deliver the goods” and be accountable with metrics

-Orchestrating digital marketing beyond the email cadence

-Account-based marketing vs. account-based thinking

-Why Latané’s mother-in-law calls her an overpaid party planner

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Sneak preview:

Scott Vaughan: If you boil it all down, it's being able to connect and to orchestrate, guide, data, people, process, programs, the technology and bring these things together in a more intelligent way that aligns more with that buyer account and gets us even further along on that path towards personalization and better experiences.

I'm not here with hyperbole to guarantee all of that, but it moves us out of this automation cadence, I send email, I send follow up, and moves us more into this almost a mindset and a strategy change that's taking place out there with the leading B2B teams.

Latané Conant: Do you think that a fundamental part of it is changing how we measure ourselves?

Scott Vaughan: Without question, and boy, of course a lot of us grew up, “We're going to be revenue marketers.” A decade ago, we bought our marketing automation system and we hired demand people, and we hired marketing ops people so much great work has been done. We're not the arts and crafts department anymore, or the logo or the one-sheeters, right?